Taking the Next Step for Your Small Business: Selecting a Business Coach

Dena Kouremetis
, ContributorPropping up the sole proprietorOpinions expressed by Forbes Contributors are their own.

Small business people easily recognize when they are all over the map running their own show, even if they don’t talk much about it. Some are extremely creative while the “nuts and bolts” side of their business suffers. Others are more left-brained, challenged by how to create a brand while being great at putting systems into place.

Enter the business coach.

Like a personal trainer who assesses both your core strength and your willingness to make changes physically, the idea is to find either your strengths or your business-running weaknesses, fears zones and gaps, counseling you to form new habits, free yourself from funks and propel your career in ways you never thought possible.

So how do you go about selecting that person who might possibly light your business fire? Most agree it’s best to begin with getting a sense of their knowledge level. There are no certifications required to become a business coach, so an important tidbit of information to learn is: what propelled them into doing this for a living to begin with? Was it because they successfully ran their own business? That’s a good place to start, but just because someone was dazzlingly successful on his or her own does not a coach make. Communication styles and the ability to listen does, however, since you would be the main focus. Naturally, you will want to determine how long they have been coaching, how long they owned their own business and find out if your business is the type and size they would take on.

Passion for Business’ Karyn Greenstreet points out why you need a multifaceted person in this role. “There is a good analogy that illustrates the difference between a small business coach and a consultant. A business coach will help you understand how and why you ride a bicycle, help you to determine what's holding you back from riding properly, and jog along next to you as YOU ride. A business consultant will explain why one bike is superior to another, teach you how to ride the bike, and if necessary, ride the bike for you.”

AllBusiness.com suggests a visit to The Worldwide Association of Business Coaches (WABC), a professional coaching association exclusively dedicated to business coaching, where membership is selective and based upon eligibility requirements, ask trusted sources for recommendations (your attorney, your accountant, your banker, etc.), then carefully consider in which areas you most need guidance and find a coach who best suits your needs.

"Instead of focusing on weaknesses, we zero in on strengths," says Brandon Miller of Elk Grove, CA-based Avaunt Advantage. A "business and strengths" coach with the Gallup organization, Miller has no doubt this approach works best. "If a business owner builds on strengths, he or she can leverage all the talent that comes naturally, eventually realizing nearly flawless performance. In contrast, if an entrepreneur is focused on weakness, it can actually become terminal to his or her business." Miller says statistics bear this out. "The goal is for everyone to do what they do best every day," he adds. "What Gallup found through its testing is that a business can realize an increase in productivity by 12.5 percent and an increase in profitability by 8.9 percent simply by implementing a 'strengths culture' to their company."

Next comes the all-important interview phase once you narrow down your choices. Be sure to make up a list of questions whose answers can reveal the emotional intelligence, experience, commitment and communication levels you seek. Some small business people want hands-on attention, with the coach available for in-person, text and email feedback; others may only need once-weekly phone counseling. This decision is as critical as selecting the right doctor, attorney or financial advisor, so caution and patience are key.